Social Insights 2014: New York

Smarter Social Marketing

Neil Morgan, CMO@neil_morgan

[email protected]

Our vision is that brands will connect with their consumers in the most social

way possible…

.

Our Mission is to become the global standard

for the way social mediais measured & optimized

We already do it for 2700+ Clients Globally

We put social mediaperformance into context

We enable controlof content publishing

We optimise contentdriven advertising

Social InsightsContent, Ads & Community

Jan RezabCEO Socialbakers

@Janrezab

Smartersocial marketing

The largest players in US social marketing

Sources: Socialbakers, Data Range: April 2014

US industries: retail reigns

Sources: Socialbakers, Data Range: April 2014

Small communities are the most engaged

Sources: Socialbakers, Data Range: April 2014

Telecom prevails in social care

Sources: Socialbakers, Data Range: April 2014

Situation of social marketing

Brands are still struggling with social customer care

People follow more pages, Pages send more content

Ads still not targeted enough

Paid Media is essential

Social Marketing is only getting started

The problemsin social marketing

Organic Reach Is Dropping Globally

Sources: Socialbakers, Data Range: 1.1. 2013 – 31.12.2013

2013-01 2013-02 2013-03 2013-04 2013-05 2013-06 2013-07 2013-08 2013-09 2013-10 2013-11 2013-12

Pages Post More Content

Sources: Socialbakers, Data Range: 2009 – 2013

in 201340 Posts / Month

in 20097 Posts / Month

BUT ONLY

33%Are using Tools for Deep Social Performance Analytics

90%Ranks Competitive Analysis & Industry Benchmarking as important

Marketers not using enough of advanced analytics

Facebook post Tweet Other Networks

Fans

Friends of Fans

Custom Audiences

Target Audience

Followers

Target Audience

Their Followers

Target Audience

Marketers Aren’t Using Targeting Options

Social Media Insights

All Ads Are Better If They Are Social

Yesterday’s Social Ads Today’s Social Ads

Engaging Content Is More Important Than Ever

En

ga

gem

ent / In

teraction

s

Sources: Socialbakers, Data Range: 1.12. 2013 – 19.3.2014

Reach

organic reach paid reach

0-99

100-499

500-999

1,000-4,999

more than 5,000

0 200,000 400,000 600,000 800,000 1,000,000 1,200,000 1,400,000

Organic Reach

Paid Reach

The Social Equation for Brand Success

=The right

content to maintain high organic & paid

reach

+The right

social customer & community

care

The right ad metrics &

tools to drive social ad

performance

Optimized and

amplified social

campaigns!

+

Time Range: December 01, 2013 - March 19, 2014Data: We looked at more than 300,000 Facebook posts made by 2,715 brands.

1:100Average ratio of received interactions& Organically reached audience

The Right Content For Driving Engagement

Ad GoalsPost Engagement

Page Likes

Event Responses

Website Traffic

ClicksCTR

Reach Engagement Impressions

Ad KPIsConversionsApp Installs

Actions

Measure Ad Campaigns By Objective

Social KPI Reporting Is Key

Local Competitor

Local Competitor Local Competitor

Socially Devoted brands receive on average

more interactionsSocially Un-Devoted Socially Devoted

0

20000

40000

60000

80000

100000

56%

More care, more interactions

Own Metrics + Competitive Set

Social Metrics

Own Metrics &Competitive Metrics

(Likes, Interactions, Engagement)

Customer Care

Platform Metrics Online Metrics

Advertising Metrics, Facebook, Twitter, Google+, etc.

Conversion from Social

Buzz Monitoring, Listening

So How Do You Increase Engagement?

Constantly measure content performance

Humanize your brand

Get creative

Respond to customer questions

Social Advertising Insights

There Is A Clear Shift To The Newsfeed

Changing attitude amongst marketers

Less mobile spend in Q1 due to increase in post boosting

Mobile increased dominance from Q3 – Q4

Sources: Socialbakers, Data Range: 1.7. 2013 – 31.3.2014

The North American Landscape

Easily the most amount of Ad accounts

But the majority spend very little

Avg Spend Per Account

Sources: Socialbakers, Data Range: 1.7. 2013 – 31.3.2014

U.S. has By Far The Highest Costs of Social Ads

Sources: Socialbakers, Data Range: 1.7. 2013 – 31.3.2014

Why Low CTRs and High Costs?

Click-Through-Rate

A mature market comes at a price

Marketers are seeing return on Ad spend

Stay ahead of the competition

Sources: Socialbakers, Data Range: 1.7. 2013 – 31.3.2014

Socially Devoted

Socially Devoted

Which industries are facing the highest demand?

Top industries by total Number of Questions

Industries That Are Reacting To Demand

USA is behind on Facebook Customer Care

American brands still not embracing social as a customer care channel

Telcos are the singular exception

Sources: Socialbakers, Data Range: 1/1/2014 – 03/30/2014

USA Q2 Results Preview

USA Q1 Question Response Rate

Q2 Question Response Rate

Change tolast Q

Average Response Time [mins]

Answered minus Ignored Questions

Telecom 76.66% 75.71 % - 1 % 0 690 13929

Airlines 64.91% 70.84 % - 9 % 0 813 1 919

Retail 66.50% 67.59 % - 2 % 1 024 7 590

Finance 54.74% 67.21 % 23 % 0 736 2 228

Electronics 63.88% 62.02 % - 3 % 1 316 2 768

QSR 56.37% 57.72 % - 2 % 1 538 1 457

Telcos Are Leading the Pack

Top 10Socialy Devoted Brands

Twitter is now faster than ever

Twitter is now responding on average 5 hours Faster than before

Recommendations and Insights

Build a perfect social metrics framework

Make sure ad targeting becomes a science

Use reports constantly – its a constantly changing market

Most Digital Ads Will be Social

2013Social

Other

Mobile Future

Other

Mobile

Thank You!

Follow@janrezab @socialbakersUS

Thank You!

Follow @janrezab @socialbakersUS